Dive Brief:

• According to a study from video ad firm Extreme Reach, car companies that advertised during the March Madness tournament saw a 59.7% "brand lift"—meaning more survey respondents would consider purchasing that car brand. 
• To put it in perspective, the Super Bowl only resulted in a 4.2% brand lift for automakers. 
• The main difference is that the multi-game structure of the NCAA basketball tournament allows for advertisements to be seen multiple times. As Extreme Reach VP Ryan Pamplin explained, “It’s a known thing in advertising that repeated exposures drive higher brand lift.”

Dive Insight: 

Basketball fans aren't the only ones to go mad during the NCAA tournament. Brands will do whatever it takes to reach the millions of viewers tuned into the games. The Extreme Reach study underscores why brands find March Madness ad spots so appealing—they work. While brand lift doesn't guarantee purchases, it does help create a positive association with a company whenever a viewer goes to purchase a vehicle.